Cahyani, Amirah Azhaar (2019) Pengaruh Status Consumption, Fashion Innovativeness, Brand Consciousness, Price Consciousness, dan Quality Consciousness terhadap Hedonic Consumption (Studi pada Pembeli dan Pengguna Fashion Streetwear di Kota Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh secara parsial Status Consumption, Fashion Innovativeness, Brand Consciousness, Price Consciousness, Quality Consciousness terhadap Hedonic Consumption. (2) pengaruh secara simultan atau bersama-sama Status Consumption, Fashion Innovativeness, Brand Consciousness, Price Consciousness, Quality Consciousness terhadap Hedonic Consumption. Jenis penelitian yang digunakan pada penelitian ini adalan penelitian penjelasan (explanatory research). Sampel yang digunakan pada penelitian ini sebanyak 116 orang responden yang membeli dan menggunakan produk Fashion Streetwear di Kota Jakarta. Teknik yang digunakan dalam penelitian ini adalah teknik purposive sampling. Metode pengumpulan data dengan kuesioner. Analisis data yaitu analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa: (1) terdapat pengaruh signifikan secara parsial antara Status Consumption (X1) terhadap Hedonic Consumption (Y) dengan t hitung sebesar 2,048 dan t tabel 1,982 ( t hitung > t tabel). Fashion Innovativeness (X2) terhadap Hedonic Consumption (Y) dengan t hitung sebesar 2,056 dan t tabel 1,982 ( t hitung > t tabel). Brand Consciousness (X3) terhadap Hedonic Consumption (Y) sebesar 2,071 dan t tabel 1,982 ( t hitung > t tabel). Price Consciousness (X4) terhadap Hedonic Consumption (Y) dengan t hitung sebesar 2,005 dan t tabel 1,982 ( t hitung > t tabel). Quality Consciousness(X5) terhadap Hedonic Consumption (Y) dengan t hitung sebesar 2,003 dan t tabel 1,982 ( t hitung > t tabel). (2) terdapat pengaruh signifikan secara bersama-sama Status Consumption (X1), Fashion Innovativeness (X2), Brand Consciousness (X3), Price Consciousness (X4), dan Quality Consciousness (X5), secara bersama-sama berpengaruh terhadap Hedonic Consumption (Y) dengan F hitung sebesar 32.909 dan F tabel sebesar 2,297 (F hitung > F tabel), angka probabilitas signifikan F sebesar 0,000 lebih kecil dari α = 0,05 (probabilitas signifikan < 0,05). Disarankan agar pihak perusahaan terutama pada bidang industri fashion dapat mempertahankan citra merek karena variabel Brand Consciousness mempunyai pengaruh yang dominan dalam mempengaruhi Hedonic Consumption., dan terus meningkatkan kualitas suatu produk karena kualitas produk merupakan hal yang sangat penting agar para konsumen yang memiliki motif belanja hedonic akan terus tertarik dan lebih loyal kepada produk dari industri fashion.
English Abstract
This study it to determine: (1) partial influence of status consumption, fashion innovativeness, brand consciousness, price consciousness, quality consciousness of hedonic consumption (2) mutual influence of status consumption, fashion innovativeness, brand consciousness, price consciousness, quality consciousness of hedonic consumption. Type of research is explanatory research. The sample used in this research were 116 respondents who are buyer and user of fashion streetwear in Jakarta. The sampling technique used purposive sampling technique. Methods of data collecting by questionnaire. Data analysis using descriptive analysis and multiple linear regression. The result showed that: (1) there is significant influence partially of status consumption (X1) to hedonic consumption (Y) with t count equal to 2,048 and t table 1,982 (t count > t table), fashion innovativeness (X2) to hedonic consumption (Y) with t count equal to 2,056 and t table 1,982 (t count > t table), brand consciousness (X3) to hedonic consumption (Y) with t count equal to 2,071 and t table 1,982 (t count > t table), price consciousness (X4) to hedonic consumption (Y) with t count equal to 2,005 and t table 1,982 (t count > t table), quality consciousness (X5) to hedonic consumption (Y) with t count equal to 2,003 and t table 1,982 (t count > t table). (2) there is significant influence simultaneously perception of status consumption (X1), fashion innovativeness (X2), brand consciousness (X3), price consciousness (X4), quality consciousness (X5) of hedonic consumption (Y) with F count equal to 32.909 and F table 2,297 (Fcount >F table), probability number significance F of 0,000 is smaller than α = 0,05 (probability significance < 0,05). It is recommended that company specially in fashion industry able to maintain brand image because brand consciousness variable has a dominant influence on hedonic consumption, and improve the quality of the products because the quality of the products is an important for consumer which has hedonic consumption motive so they can keep interested and more loyal towards product in fashion industry.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/417/051906431 |
| Uncontrolled Keywords: | Fashion Streetwear, Status Consumption, Fashion Innovativeness, Brand Consciousness, Price Consciousness, Quality Consciousness, Hedonic Consumption. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 03 Nov 2020 13:20 |
| Last Modified: | 21 Oct 2021 06:20 |
| URI: | http://repository.ub.ac.id/id/eprint/172266 |
Preview |
Text
Amirah Azhaar Cahyani.pdf Download (2MB) | Preview |
Actions (login required)
 |
View Item |